As MTV Turned Into A Business Success, It Created A Big Number Of Stars Whose Careers Would Be Completely Different Without The Exposure.
Wire channel MTV turns thirty today and I believe it’s doubtful that any article noting the event will be well placed to resist the urge to incorporate some rant about the lack of music videos on the network.
In theory, I understand the beefs. I watched the network from its earliest days and there had been something enchanting about discovering some artist or song thanks to the video. As MTV became a business success, it made a massive number of stars whose careers would have been completely different without the exposure. Sure, performers such as Paula Abdul owe their careers to MTV, but it is tough to think what the careers of musicians such as Michael Jackson would’ve been without the video exposure.
But from the earliest years of the network, MTV pursued a method of creating original, non-musical programming. And when they made that decision, it was unavoidable that the success of that programming would push the music off the key MTV Network.
There are good business reasons for opting not to play music videos on a channel that was originally branded as a music network. No wire channel wants to be in a situation where their success is dependent on access to content being made by 3rd parties. In pretty much the same way that HBO and Showtime started making original programming as a technique to offset the aggressive dealmaking of the movie studios, MTV moved toward original programming so they would not be conditional on the whims of the music labels.
I think things could have been subtley different if MTV had been owned by a media company that also owned a music label. But without assured access to music videos, MTV had little choice than to move toward original programming.
Granted, MTV didn’t always have to choose the programming mix that it did. But because it’s owned by Viacom, which approaches its multiple wire channels the way Clear Channel programs its radio stations, programming choices are often as much about playing to the network’s target demo as anything more.
That pressure from the sales side is also why you see things such as Viacom-owned flicks pop up in primetime slots. Their cost is close to free, and its easy for a sales staff to sell a block of movies displaying across all of the Viacom Networks.
At the end of the day, MTV is a business. And it’s hard to argue with the grounds that whether or not it airs music videos, it’s been a remarkably successful network. So while I miss the videos (and the VJs), I’m a decade past making snide remarks about the absence of music on MTV.
But as MTV turns 30, I do worry about the corrosive effect its programming has on kids.
Stressing about such things possibly appears old fashioned to most audiences (and TELEVISION critics) at this juncture. MTV obviously has the right to air what it wants, how it wants. The indisputable fact that many of its shows are successful illustrates there is an audience for them.
But because discussion sells, MTV has made this vision of American teenagers that often highlights the very worst of what we will be. MTV isn’t displaying Teen Mom because they hope to convince teen viewers not to become pregnant. In fact , the underlying message of the show is “hey, it’ll be okay.” Seeing girls who have made an appearance on Teenager Mom splashed across magazine covers at the local supermarket is morally wrong on so many levels I could write a book about it and still just scratch the surface. The fact that versions of jersey Shore air around the globe makes me more gloomy than pleased with the network’s programming ability.
What worries me as MTV turns 30 is that for many American kids, Viacom has as much influence on their lives as school or buddies. From Nick Jr’s preschool programming through Nick’s animated shows through Teen Nick and MTV, Viacom rules the pop culture landscape of America’s youth.
I won’t claim any person is malevolent. Most of the programming choices have more to do with sales opportunities and audience share than cultural impact. But at age 30, MTV should be thinking about such things, and it seems clear to anyone that watches the network the propriety of what they air is hardly a concern,writes tagza.com.
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